international pr in practice june 2011 1
TRANSCRIPT
International PR in practice
The Nottingham Context
• 40,829 students in the UK, Malaysia and China
- 32,999 (Nottingham) - 3,399 (Malaysia) - 4,431 (China)
150 countries represented on campus in Nottingham
The University of Nottingham in Malaysia
Founded in 2000 and ranked amongst the country’s elite
The University of Nottingham Ningbo
First foreign university to establish a full university campus in China (in 2005)
Our marcomms toolkit is global
Marketing
Communications
Online media monitoring
Interviews Video
Publications production
Photography
Campaign planning
Web and digital support
PR and media placementCopywriting
Press releases
Photography
Publications
Media relations
Stakeholder engagement
Thought leadership
Social media• Facebook www.facebook.com/TheUniofNottingham• Twitter www.twitter.com/uniofnottingham• Flickr www.flickr.com/groups/universityofnottingham• LinkedIn
www.linkedin.com/company/university-of-nottingham• YouTube www.youtube.com/nottmuniversity• iTunes U www.nottingham.ac.uk/itunesu• Wikis www.wikipedia.org/wiki/University_of_Nottingham
Digital is key
The Conversation Prism
is globalImage courtesy of Brian Solis 2008
Digital trends and statistics by country
UK USA Brazil China India Malaysia Singapore
Internet penetration 82.5 % 76.3 % 37.8 % 31.6 % 6.9 % 64.6 % 77.8 %Average time online per week 22 hours 21 hours 16 hours 23 hours 10 hours 20 hours 23 hours
% of people using internet for…EmailComputerMobile device
86 %52 %
87 %66 %
78 %51 %
67 %33 %
39 %45 %
86 %36 %
85 %57 %
Social networkingComputerMobile device
51 %46 %
50 %44 %
55 %39 %
52 %39 %
27 %36 %
69 %36 %
56 %48 %
Knowledge/educationComputerMobile device
34 %20 %
34 %24 %
46 %30 %
49 %25 %
22 %31 %
54 %21 %
45 %30 %
Planning and organisingComputerMobile device
20 %20 %
18 %26 %
21 %21 %
22 %20 %
10 %14 %
21 %17 %
26 %27 %
Average number of ‘friends’ 164 178 231 67 72 233 183Most ‘important’ activities (SNS = social networking)(K&P = knowledge & planning)
Email (47%)SNS (24%)
Admin (7%)
Email (53%)SNS (17%)
Admin (9%)
Email (59%)SNS (17%)K&P (10%)
SNS (28%)Email (19%)
Interests (13%)
Email (48%)SNS (36%)K&P (13%)
Email (49%)SNS (24%)
Admin (6%)
Email (54%)SNS (21%)
Interests (6%)
Most popular SNS Facebook Facebook Orkut RenRen Orkut Facebook Facebook
Digital media
Podcasting
UoN content
Subject-specific content
iTunes U
Blogging
• Work ongoing to develop research strand blogs, focused on Research Priority Groups
• Promoting excellence in teaching and learning• Student experience: peer-to-peer• Combine with Twitter/Facebook to drive traffic
Shanghai Expo
About the campaign
Aims
• Develop international partnerships and connectivity
• Raise awareness• Deliver recognition (University and region)• Increase international student recruitment
Objectives
• Business engagement targets• Student recruitment targets• Brand/profile raising• Alumni and development links
Research
Target audiences
Channels
• Events• Dual-language printed collateral • Branded merchandise (URL)• Systematic PR
Press releases
Collateral
Challenges
Internal communications
• Exchange magazine• Staff/student portal news• Message of the day• Social media• Student e-newsletter• NSS – key focus for students• From students to alumni
Outcomes
• + 62% on event delegates• 1,000+ new global contacts• 200+ business enquiries• + 400% on target visitor numbers
Outcomes
• 1,000 VIP visitors• PG applications to UNNC up 20%• Brand awareness — @ 40m reach
via PR
Lessons
